Posted by & filed under International Business, Management, Organizational Behavior.

Description: “I don’t know a single person who watches the Super Bowl,” said a worried Steve Jobs, then just 28 years old. The event he was referring to commanded a television audience of more than 80 million at the time, but Jobs’ nervousness at the prospect of Apple spending $1.6m (£1m) to secure two 60-second TV ad slots during the game was understandable. After all, the kind of computers that Apple manufactured just didn’t belong in the home of the average football fan; its pioneering Lisa machine was priced at an eye-watering $10,000, the equivalent to more than $23,000 (£14,000) today.


Date: Dec 06, 2013


Questions for Discussions:

  • Summarize the history of Apple management thinking about its products and customers.
  • Do you think this strategy can be maintained as consumers move into mobile technologies and devices?

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